The holiday season is the proving ground for media owners. It pays well and punishes hard. Electronic Arts is selling ads through this stretch for the first time as a real business unit rather than a side project. The next 10 weeks are a stress test for the thesis behind that move.
Four months after launching its ad business, the gaming company is rolling out “Moments of Play” — a single-buy package that bundles ad units in premium gaming environments with brand integration opportunities across EA’s portfolio, letting brands connect with highly engaged players across EA’s portfolio.
Starting with the 2026 holiday period, the offering will span top franchises including EA Sports FC 27, EA Sports College Football 27 and skate, with the company planning to extend it to other tentpole moments throughout the year, including major sports events and game launches.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.